Binance is teaming up with The Weeknd for his upcoming tour starting the 8th of July.

After Hours Til Dawn Tour will be the first global tour ever to incorporate Web3 technology, titled the After Hours Til Dawn Tour, produced by The Weeknd in conjunction with cryptocurrency exchange: Binance.

Binance, the official sponsor of the tour, has joined forces with creative incubator HXOUSE to create an exclusive NFT collection and co-branded merchandise for The Weeknd’s tour, which gets underway in July. In addition to the virtual ticketstubs, attendees will also have the chance to get their hands on commemorative NFTs, which will provide “unique experiences” to fans, according to a press release.

As part of the partnership, Binance will also donate $2 million USD to The Weeknd’s XO Humanitarian Fund, which supports United Nations World Food Programme’s lifesaving emergency relief program. A special collection of NFTs has been designed by The Weeknd and Binance, from which five percent of all sales will go to the XO Humanitarian Fund.

Commenting on the reason for the partnership, the “In Your Eyes” crooner said that: “Binance is all about the community, about people, about inclusion. I was impressed by their focus on users and innovation edge.”

“It made perfect sense to work together and I can’t wait for fans to experience a crypto within a creative avenue while supporting a good cause.”, added The Weeknd.

A landmark stadium tour by the chart-topper begins on July 8 with a hometown show at Toronto’s Rogers Centre, followed by 17 additional stops across the U.S., including New York, Philadelphia, Miami, Boston, Las Vegas, and San Francisco, and a final North American performance at Los Angeles’ SoFi Stadium on September 2. The dates for Mexico, South America, Asia, Australia, New Zealand, Europe, Africa and the Middle East will be announced in the coming weeks.

Written with context from STUPID DOPE.